Many SEO pros analyzed Google’s August 1 search algorithm update and found that sites with low credibility were hit the hardest, especially businesses in the YMYL (Your Money Your Life) categories such as finance and healthcare. To boost credibility, follow Google’s E-A-T recommendations, which are outlined in the Search Quality Evaluator Guidelines. The acronym stands for Expertise, Authority, and Trust.
The idea is that by boosting the credibility of your website, you could not only improve your search rankings, but users will establish a greater sense of trust with a brand. E-A-T is becoming more important than ever as users feel more skeptical of online information. So you can do things like cite expert sources in your content, include author bios, provide useful (not branded) content, and implement features that make users feel safe (such as including relevant certificates on your website).
Contributors: Valerie Turgeon from Brandpoint